Chelsea Barracks
London reborn: A heritage, a destiny, a future legacy
Location:
Client:
Qatari Diar
Type:
Scope:
Brand Architecture, Brand Audit, Brand Development, Brand Identity, Brand Positioning, Brand Strategy, Brochure Design, Campaign Rollout, Client Services, Content Production, Customer Journey, Experience Design, Film, Interactive Design, Launch Ideation, Marketing Suite, Naming, Packaging Design, Project Management, Research and Analysis
Why?
Insight
As part of developing the new brand, we mapped out every detail of the customer journey to flesh out a concept that would celebrate history, culture and world-class craftsmanship, ultimately translating this into an immersive branding experience that can be seen, heard, touched and smelt. We got under the skin of the customer journey, align this with the client’s aspirations, and then devise a concept and brand experience that lives and breathes through each and every touch point.
We recommended building a luxury brand around the historic ‘Chelsea Barracks’ name to capture the essence of the site’s illustrious past and future legacy.
A luxurious London residence blending historic heritage with modern elegance, creating an exclusive, timeless community that redefines sophisticated urban living.
What?
Idea
Squire & Partners’ design delicately expressed the link between the past and future. We suggested the idea of ‘London reborn’, which became a pivotal concept that informed the brand positioning and permeated every touchpoint. Partnering exclusively with London-based suppliers.
The original guards’ chapel at Chelsea Barracks, completed in 1860, is remarkable both for its tiled panels — honouring guardsmen who fell in battle — and for its distinctive stained-glass window with eight ‘petals’. This listed building will remain a key landmark within the site and heavily influenced the spirit of the brandmark.
How?
Impact
Brash worked with the senior management, architects and planning team, advising the CDO, CMO and board members on all aspects of branding, marketing and sales. The impact? To steer the relaunched development into a super-prime legacy experience in the world stage.
